There Are Four Obstacles In The Process Of Internationalization Of Chinese Clothing Brands.

To understand

From the whole process of the product, we can divide the elements of the whole brand into several parts. We will find that all the international brands will integrate all kinds of factors into a very organic whole. They use a brand constituent element to form an example of individual systematicity and compete with a single instance.

In addition, no matter what brand it first wanted to make, until later it used to extend its brand assets to make a second line brand. In fact, it can go global in every link, and it can be customized to make it a different thing.

What is brand? In a sense, brand in the eyes of consumers is to see this thing can let me think that your products and services are different from others.

This difference is the so-called characterization.

Our clothing brands also have something different from other life brands, because we have the design, as if we become art related, and art related, it can become famous overnight, so in the clothing industry, we can break the brand that we often talk about in the brand marketing industry. It must take 50 years to become a famous brand, but in the clothing industry, it can become a famous brand overnight.

Of course, the name is the brand that needs to mature behind us to support it. Without support, it will flash past like a meteor.

All international trends in 60s were related to a brand, but the brand slowly declined in 70s.

In fact, the essential elements of a brand need to be assisted or combined by one method. Such a process of integration becomes very important, especially now, for example, how can we integrate information through the information flow pattern, material flow pattern and knowledge as a link, which has very unique methods and experience in the world and is worth learning.

For example, many people like Gucci, PPR will become the largest shareholder of Gucci, and there is a very tortuous process of capital struggle. Although it took place in just a few months, it has lasted for more than two years. This process can write a very good MBA textbook.

Of course, in the end, the support of the United States can not be separated. Morgan Chase has provided a lot of cash flow.

By the end of the story, when it came to an end, it became a PPR share of LV, but no more than 50%. PPR became the largest shareholder of Gucci. Of course, GuZi CEO was not happy for a long time.

This means that we are now making a brand, which is definitely not what we used to imagine. Our clothing industry is a labor force enterprise. It also needs high and new technology support.

For example, a fabric brand that was once very popular is related to high technology, and of course it has accumulated a variety of high-end talents.

The maturity and development of the international fashion brand can not be separated from the support of the international fashion center city. The international fashion center city is the hotbed and the highland of the international fashion brand. At the same time, the international fashion center is also interdependent with the international brand.

This can explain why international brands are very important internationally accepted by so many people.

For example, we say that the five major fashion cities have the scale of super cities. The cities of their countries have strong and strong backgrounds. Of course, there are also opportunities for the formation of these fashion centers.

At the same time, the development of our fashion industry has also promoted the steady improvement of the fashion center.

Now that we are doing the garment industry, we can not do anything by just a few pieces of material. The financial, logistics and personnel that it needs is the support of consumers, and comes from a powerful country and city system.

Some cities tend to have the strength of a strong fashion industry, that is, a relatively complete industrial chain and strong control, so that we can get more systematic support for such international brands, enabling the product to smoothly pform from production and sales to service economy.

Of course, the cultural heritage is very important. The reason why the development of Chinese garment enterprises has encountered some constraints is that the background of our current garment enterprises is not based on our traditional culture, but based on the external development, or the development of China's modern and contemporary history.

The influence of some western culture makes the five fashion capital have their own characteristics, and these characteristics are often what Chinese consumers have at present.

So at present, some fashionable cities and some fashionable brands, though many of their links are internationalized, for example, the French people think their culture is very active, but we will find that most of the cattle brands of the LV group are French, and they were made for the British, because the divergence of the British subculture group in the past was used to attack the traditional European design.

The designer of LV is an American. He thinks that the designer with such a relaxed and cultural sense of superiority can give him inspiration. Therefore, our whole fashion industry, our so-called international brand, is new and old, which is his greatest feature. He not only likes himself, but also makes all consumers happy.

He gave you an alternative to worshipping this alternative, and then you throw away other things.

So, in a sense, from an economic point of view, to make the fashion industry low carbon, this is generally not reliable. It may be more slogans. He should publicize this concept and let us have such a low carbon idea from the bottom of our heart.

Why do many, many international brands, including some Chinese brands, run to the five fashion shops? I think there are several reasons, one is the five fashion capital has a unique style, which will in turn make the brand feel on the scene.

For example, there are many brands in China, and I often joke with them that you should send designers to the UK and let him stay in England, Scotland and Ireland for a year and a half, so that he can feel what kind of things are truly so-called international brands.

The second, fifth fashion capital has control over both ends of a smile.

Third, it has a high-end position, how can it be embodied? It is from the beginning of the loss trend that it will tell you what will be popular next year. Next year, the fabric will be popular. Next year, the feeling of this style will be popular. You will follow it. This is its high-end control over the value chain.

Of course, it also has relatively perfect financial talents and related support systems.

Through such a series of methods, it mainly plays a great role in shaping the value of international brand, whether it is historical value, cultural value, historical value, economic value.

The internationalization of our Chinese clothing brands is a natural demand for China's rapid growth in national strength.

We have held several international fashion capital seminars in Shanghai. My view is that both big and new are basically at the level of New York in 60s. We are all rich, but the most high-end things are foreign.

The process of internationalization of Chinese brands is actually changing the status quo. At the very least, we need to pform from a world processing factory into a world factory.

We now think that the "made in Germany" is the best. In nineteenth Century, the "made in Germany" means crude manufacturing, just like the Americans in twentieth Century. But with Bauhaus, Germany made it the most economical and reliable in the world.

So why did Hitler break up the Bauhaus school? Because it has become a market in Germany and will drive you away.

As far as I am concerned, I think there are four obstacles in the process of internationalization of Chinese clothing brand. One is the obstacle of history and culture. We can solve it through cultural identification and cultural superiority.

The two is the obstacle of art design. For Chinese brand, how to make the design more stylized and objectified.

The three is the obstacle to economic operation. The key lies in the systematization and specialization of operation.

Four is the concept of talent barriers, how to make their ideas more international, while adhering to the Chinese characteristics, to organize a good team of personnel, it becomes a very critical issue.

From a cultural perspective, we need to know that in today's China, it is a cultural characteristic of internationalization and diversification. Under such a cultural background, we can accept internationalization, of course. But we still need to focus on our own consumer subdivision, and in the context of more and more extensive flattening, how to individualize and personalize the design of your consumers.

In addition, we need to design brand equity quickly.

There is also a gap between economic mode and operational capability. The thirty years of China's garment industry are thirty years of continuous introduction of the most advanced concepts of foreign economy and business mode.

The concept is good, but you have to do it, the gap between concept and ability is a very serious reality.

In this process, in the course of our operation, we should pay attention to whether it is creating desires or appetites to consumers, which is related to whether your brand, including our entire Chinese garment enterprises, can reach the high end in the international industrial chain and value chain.

The second is the effective attention to consumers. Many of our clothing brands do not know what kind of clothing they are targeting, and what kind of things they want to sell to others.

There is also the pformation of concepts and talent accumulation, which is difficult for our apparel industry.